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Apple (in 2013): How to Sustain aCompetitive AdvantageCOMM491STRATEGIC MANAGEMENTINSTRUCTORMOMO DERETIC1. Why has Apple been so successful over time?Firstly, “The one competency that kept Apple on the cutting edge, all the way from startup to survival to success and finally to profitability and industry envy— has been innovation.” Shortly after creating its first PC product, Apple continued to innovative and create new products such as the iPhone, iPad and iPod, with each new release, Apple experience a boost in their annual
net income. Since Apple kept on coming up with new products to maintain and expand its customer segments, by 2013, Apple had the largest market cap in the tech sector. The second reason for Apple being so successful over time is because of its unique and second to none design. With the rebellious spirit to “think differently” and create products that are outside the box. An almost cult-like following among its consumers started appearing. “Millions of people wanted to be seen as unique individuals, millions of people bought Apple products.” And the “loyalty of Apple customers has served the company well.”For example, Apple was the first company to create multi-typefaces and proportionally spaced font types. Some large competitors such as Microsoft simply copied the idea. In addition to being unique and “different”, the iPhone was the cell phone to have a touch-based interface that revolutionized the entire smartphone industry.